Tuesday, October 19, 2010

Product Recall: Tylenol 8-Hour caplets 50 count

Singapore.  (19 Oct 10)

McNeil Consumer Healthcare, a subsidiary of Johnson and Johnson, today announced the voluntary recall of Tylenol 8-Hour caplets 50 count.  This is the latest in a series of recalls this year for non-prescription cold and pain medicine. Last month, William Weldon, CEO of Johnson and Johnson, delivered a mea culpa and an admission of guilt that his company had let the public down through the numerous drug recall.

If you refer to my earlier posting on Themes and Messages, Johnson and Johnson's latest Message continues to be consistent with the company's Theme.  The mea culpa (as defined by Wikipedia as "an admission of having made a mistake by one's own fault (one that could have been avoided if the person had been more diligent)) is yet another Message that "Johnson & Johnson's first responsibility is to its customers."

It is my assessment that if Johnson & Johnson continues to consistently communicate this Message, Johnson & Johnson will once again not only weather the recalls, but strengthen it brand image in the process.  This is an excellent example of how important developing and selecting the correct Theme is to the crisis communication process.

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